Paul Hollywood has thrown down the gauntlet to in store bakeries with a new range of premium ready to bake rolls. 

The three-strong multipack collection, which debuted in Waitrose this week and launches in Tesco, Budgens and Ocado next month, aims to give consumers the opportunity to eat ‘good quality’, ‘fresh’ and ‘crusty’ rolls whenever they want them.

Available in seeded, crusty white and multi-seed variants, the six-roll packets are being sold for rsp: £1.49 and will be supported with national and women’s consumer press activity.

Jeremy Gilboy, managing director of Carrs Foods, which has created the product with the help of the Great British Bake Off star believes the brand will be worth £5m within the first year. “Part–baked breads have become a very commoditised section of the market that has really lacked innovation or interest,” he said.

“With this new ready to bake range of rolls, we are creating a different product – a top quality bread roll that consumers haven’t previously had access to in a convenient format.”

Hollywood said: “I’m passionate about consumers having easy access to high quality bread products. I’m thrilled with the recipe and the final result which offers really tasty high quality ready to bake bread rolls that are perfect to serve across a number of different eating occasions.  They meet consumer demand for high quality, fresh products exactly when our target audience needs them.”

The in store bakery morning goods (ISB) category is worth £451m [Kantar Worldpanel, 52 w/e 16th August 2015].